The Directional billboard #McDriveKing (2016) case study (France)

TBWA paris have had a little fun with McDonald's and their main competitor Burger King. With more than 1000 McDrives™ drive-ins owned by McDonald’s throughout metropolitan France (except Corsica), compared to less than 20 Burger King ones, McDonald's have turned proximity into their USP.
Hence this stunt near Brioude, a town of 6,700 inhabitants in the Haute-Loire region, where two temporary billboards were built, one of them displaying 258km directions, nearly a 5-hour car ride!
How did they secure permission for this? Did they bribe someone with wine and cheese? I'm presuming wine-and-cheese bribery is standard in France. Mmmm, cheese. Here's the resulting print ad. Client: McDonald’s France
SVP Chief Marketing Officer: Xavier Royaux
Trade Marketing Director: José Jacinto
Trade Marketing Manager:Bérangère Dubuc


Agency: TBWA\PARIS
Executive Creative Directors: Benjamin Marchal, Faustin Claverie
Art director: Philippe Taroux
Copywriter: Benoît Leroux
General Manager : Luc Bourgery
Account Director: Matthéo Pressmar
Account Executive:Gaël D’Oliveira
Production: Else, Maxime Boiron, Jennifer Bauche
Production designer: Eddy Penot
Film director: Olivier Corre
Photographer: Yoann Stoeckel